For US families, Back-to-School has grown well beyond a supplies run. It’s a full seasonal reset – refreshing wardrobes, tech, snacks, and everything kids and teens need to feel ready for the year ahead.
84% of parents shop in early or mid-summer, which means brands need to build consideration long before the school year ends. By the time families start actively shopping, wishlists are already forming.
In between, online video, content creators, and interactive ads are shaping what ends up on those lists – and in-store inspiration is declining fast…
Capture Surging Budgets and Earlier Starts for Back-to-School 2026
Find out what’s actually fuelling this year’s Back-to-School season, and what it takes to avoid getting left behind.
The BTS Media Mix
The Back-to-School discovery and purchase journey is driven by kids and teens as much as parents. Friends, online video, influencers, and interactive ads all shape decisions well before families start actively shopping. Online video alone has surged from 37% to 46% year-over-year as the top way kids and teens decide what to buy, while in-store inspiration has dropped sharply – highlighting that preferences are being built in digital spaces, not on shop floors.
